Marketing research : text and cases
著者
書誌事項
Marketing research : text and cases
Best Business books, c2002
- : hbk
大学図書館所蔵 件 / 全8件
-
該当する所蔵館はありません
- すべての絞り込み条件を解除する
注記
Includes bibliographical references and index
内容説明・目次
内容説明
Teach students the power of marketing with effective research strategies! This step-by-step textbook shows students how to design, conduct, and interpret market research. Marketing Research: Text and Cases covers the full range of this topic from the difference between strategic and tactical decisions to choosing the proper research design and on to advice on successfully presenting results. Marketing Research provides clear explanations of complex issues, including the interpretation of statistics. Its charts, graphs, figures, sample questionnaires, and case studies make important points easier to grasp. The practice cases (including an SPSS data disk) offer engaging real-world problems that test the student's research and analysis skills. Marketing Research offers all the course-planning extras you need, including:
thorough instructor's manual
sample syllabus
research project tips, assignments, and forms
test bank with true-false and multiple choice questions
also available: 20-30 PowerPoint slides per chapter
Marketing Research is an ideal textbook for introductory marketing research courses, and its thorough course planning gives instructors the tools they need.
目次
Contents
Acknowledgments
Chapter 1. Introduction to Marketing Research
The Marketing-Decision Environment
Marketing Research
Marketing Research and Decision Making
Strategic versus Tactical Information Needs
The Nature of Marketing Research
Steps in a Marketing Research Project
Marketing Information Systems
Summary
Chapter 2. Research Designs for Management Decision Making
Types of Research Designs
Exploratory Research
Descriptive Research
Casual Research
Experimentation
Exploratory, Descriptive, or Causal Observation
Dangers of Defining Design by Technique
Summary
Chapter 3. Secondary Data
Uses of Secondary Data
Advantages of Secondary Data
Disadvantages of Secondary Data
Secondary Data Sources
Summary
Chapter 4. Primary Data Collection
Sources of Primary Data
Types of Primary Data
Methods of Collecting Primary Data
Communication Methods
Survey Methods
Observation Method
Summary
Chapter 5. Measurement
Introduction
The Process of Measurement
What Is to Be Measured?
Who Is to be Measured?
How to Measure What Needs to be Measured
Assessing Reliability and Validity of Our Measures
Measuring Psychological Variables
Summary
Chapter 6. Designing the Data-Gathering Instrument
Goals of a Questionnaire
Classification of Questions
Designing a Questionnaire
Summary
Chapter 7. Sampling Methods and Sample Size
What Is Sampling?
Sampling Error, Sample Bias, and Nonsampling Error
Sampling Decision Model
Probability Sampling
Nonprobability Samples
Probability versus Nonprobability Sampling
Statistical Sampling Concepts
What Is a "Significant" Statistically Significant Difference?
Summary
Chapter 8. Fielding the Data-Gathering Instrument
Planning
Guidelines for Interviewers
Types of Interviews
The Interviewing Relationship
The Interviewing Situation
The Actual Interview
Fielding a Research Project
Errors in Data Collection
Types of Nonsampling Errors
Summary
Chapter 9. Introduction to Data Analysis
From Data to Decisions
Data Summary Methods
Cross-Tabulation
Summary
Chapter 10. Advanced Data Analysis
Marketing Research and Statistical Analysis
Hypothesis Testing
Measures of Association
Summary
Chapter 11. The Research Report
Introduction
Report Format
Guidelines for the Written Report
Oral Reports
Summary
Cases
Case 12. Contributors
Case 1. Lone Pine Kennel Club
Case 2. Select Hotels of North America
Case 3. River Pines School: A
Case 4. River Pines School: B
Case 5. Gary Branch, CPA
Case 6. Juan Carlos' Mexican Restaurant
Case 7. Usedcars.com
Case 8. Welcome Home Church
Case 9. The Learning Source
Case 10. Madison County Country Club
Case 11. Plasco, Inc.
Case 12. St. John's School
Case 13. The Webmasters
Case 14. House of Topiary
Case 15. Professional Home Inspection
Case 16. Europska Databanka
Index
Reference Notes Included
「Nielsen BookData」 より
